Meanwhile, websites like ours publish posts about how difficult it is to calculate ROI and other measures of success with influencer marketing, absent any kind of measurement standard. They’ve spent much of their professional lives analysing statistical models for digital media and marketing, and so have been keenly involved in these behind-the-scenes number crunching. SYLO’s two co-founders, Brett Garfinkel and Erik Schwab, have been working at the intersection of tech and media for nearly 40 years (combined). The company was founded in 2016, just in the nick of time, with the express purpose of providing third-party (read: unbiased) analytics on influencer campaign performance. How did the post do compared to the rest of the influencer’s body of work? On the surface, the numbers might seem impressive-this post got 100K likes and 22K comments!-especially if you weren’t aware that she regularly gets 5 times the engagement with non-branded posts. Metrics only give you an isolated picture, absent of context. Ultimately, though, they really had no standard by which to measure a given post’s performance. Or, they might have seen no tangible benefit and called it a failure. They might have gotten direct sales out of a campaign, or an uptick in followers, and called it a success. They’d get their standard metrics-reach, engagement, shares-and maybe some demographic data about the audiences. After the influencer marketing rush of 2016, a lot of companies that had thrown marketing dollars at influencers were left wondering what they’d just paid for.
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